Brigantia Needlework

What Brigantia Needlework does

Brigantia Needlework is a UK-based direct-to-consumer online retailer of needlepoint tapestry kits, operating as a trading brand under Hayes & Finch Ltd (a family business established in 1882). From its Liverpool facility the company designs, hand-prints, and assembles all kits in-house, selling a portfolio spanning tapestry cushions, framed pictures, rugs, door stops, bell pulls, and tea cosies priced from approximately $24 for starter kits to $498 for full rug sets. The core technical differentiator is hand-printed canvas accuracy — each stitch is hand-printed in the correct colour to match the supplied wool, which the company frames as eliminating the guesswork inherent in competitor machine-printed patterns. Pure British wool yarn, spun and dyed in Yorkshire, is supplied in single-strand hanks calibrated to the canvas.

The company serves three customer segments. The primary segment is hobbyist crafters and needlework enthusiasts ranging from beginners to advanced stitchers, with the catalogue organised by skill level (Beginner, Improver, Intermediate, Advanced) and canvas count to accommodate users with declining eyesight or joint limitations. A secondary institutional segment includes churches and religious institutions — historically Canterbury Cathedral and various chapels — for whom the predecessor business produced pew runners and kneelers. A third segment comprises gift buyers seeking heritage British craft products. Revenue is generated predominantly through one-time kit sales via a Shopify-powered e-commerce store shipping to twelve-plus countries across the UK, continental Europe, and North America, supplemented by a personalisation service (from £150) and a professional finishing service (from £64.95).

In 2019, Brigantia was rescued from closure when Hayes & Finch Ltd acquired both the commercial and church kneeler businesses, preserving the in-house production model and heritage. Marketing is conducted through the Shopify storefront, a content blog with educational posts, organic social sharing on Pinterest/Facebook/Twitter, and email newsletters, alongside a SALE channel for discounted kits and pre-finished cushions.

Name

Brigantia Needlework

Legal name

Hayes & Finch Ltd

Website

https://brigantianeedlework.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Brigantia Needlework is a UK-based online retailer selling hand-printed needlepoint tapestry kits — cushions, pictures, rugs, door stops, bell pulls, and tea cosies — to hobbyist crafters in 12+ countries, operating as a brand under Hayes & Finch Ltd.

Ownership category

akta.pro rank

Product category

Tapestry and Needlework Kits

NAICS

Sewing, Needlework, and Piece Goods Retailers (459130), Sewing, Needlework, and Piece Goods Retailers (45913)

akta.pro industry

PRIMARYCRALADAE

Needlepoint & Embroidery Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

SECONDARYCRALADAF

Cross-Stitch & Counted Thread Shops

Consumer Products & Retail/Specialty Retail (Hobby, Books, Office, Pet, Toys)/Fabric, Sewing & Needlecraft Retail

Keywords

• Tapestry needlework kits
• Needlepoint cushion kits
• Hand-printed needlepoint canvas
• Wool yarn craft kits
• Beginner cross stitch kits

Headquarters

HQ city

Aintree

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Tapestry Kit Sales: Direct product sales of tapestry needlework kits including cushions, pictures, rugs, door stops, bell pulls, and tea cosies. Products are sold as one-time purchases with prices ranging from approximately $24 for starter kits to $297+ for rug kits. The company also offers personalization services for bespoke designs.
2. Personalisation Service: Bespoke personalisation service adding lettering, dates and dedications to standard designs. Prices start from £150. Background colour changes available for £30. Commission-based custom work.
3. Finishing Service: Professional finishing service stretching and completing needlework into finished cushions with colour co-ordinated fabric or cotton velvet, integral zip and matching piping cord. Prices start from £64.95 including inner pad and return postage.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Brigantia Needlework designs, prints, assembles, and sells hand-printed tapestry and needlepoint craft kits direct to consumers through its Shopify online store. Product categories include cushion kits, picture kits, rug kits, door stop kits, bell pull kits, and tea cosy kits, with ranges organised by skill level from beginner to advanced. The company also offers personalisation services (lettering, dates, dedications) and a professional finishing service that turns completed needlework into finished cushions.

Product overview

Brigantia Needlework offers a comprehensive portfolio of needlepoint tapestry kits and finishing services. Their core products are tapestry kits organized by item type: Cushion Kits, Tapestry Picture Kits, Rug Kits, Door Stop Kits, Bell Pull Kits, and Tea Cosy Kits. All kits feature hand-printed cotton canvas accurate to each stitch, 100% pure wool yarn spun and dyed in Yorkshire, and are suitable for all ability levels. Products are further categorized by skill level (Beginner, Improver, Intermediate, Advanced) based on canvas count (5-hole Quick Cross Stitch for beginners through 10-hole Tent Stitch for advanced). The company also offers value-added services including Personalisation (adding lettering, dates, dedications from £150) and professional Finishing Services (turning completed needlework into cushions from £64.95). Additionally, they sell pre-finished cushion products and discounted sale items.

Differentiator

Problem solved

Functional benefit

Products and services

• Tapestry Cushion Kits Needlepoint tapestry kits for creating decorative cushions, made with 100% pure wool yarn and hand-printed cotton canvas available in multiple canvas counts for differing skill levels. Designed for hobbyist crafters ranging from beginner to advanced.
• Tapestry Picture Kits Tapestry kits for creating framed or displayed picture artworks using Tent Stitch technique on 10-hole canvas with hand-printed designs matching wool colours exactly. Targeted at hobbyist crafters including advanced stitchers.
• Tapestry Rug Kits Tapestry kits for creating decorative rugs using Quick Cross Stitch technique on 5-hole canvas with fringing wool included; designs work up square without needing blocking. Targeted at hobbyist crafters.
• Door Stop Tapestry Kits Tapestry kits designed to be stitched around standard brick or wood blocks to create weighted door stops using Cross Stitch on 7.5-hole canvas. Targeted at hobbyist crafters.
• Bell Pull Tapestry Kits Decorative tapestry kits for creating wall-mounted bell pulls using 100% pure wool yarn on hand-printed cotton canvas with backing fabric included. Targeted at hobbyist crafters.
• Tea Cosy Tapestry Kits Tapestry kits for creating decorative tea cosies to keep teapots warm, featuring hand-printed designs with pure British wool yarn. Targeted at hobbyist crafters.
• Personalisation Service Customisation service allowing customers to add lettering, dates, and dedications to standard tapestry designs; background colour changes available from GBP 30 additional. Pricing starts from GBP 150. Commission-based custom work for individual customers and gift buyers.
• Finishing Service Professional finishing service that stretches and completes customers' needlework into luxurious cushions with colour-coordinated fabric or cotton velvet backing, integral zip, and matching piping cord. Prices from GBP 64.95 including inner pad and return postage. Available for completed Brigantia kits and tapestries by other manufacturers (additional GBP 10).
• Wildflowers Tapestry Kits - Full Set (J-S350) Discounted coordinated bundle of Wildflowers themed tapestry kits including a Rug Kit, Bell Pull Kit, Cushion Kit, and Door Stop Kit, with the Door Stop included free. Targeted at hobbyist crafters wanting a matched set across multiple item types.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Hayes & Finch LtdcoreOthers · 1 January 2019In 2019, both Brigantia Needlework and its predecessor company were about to close when they were picked up by Hayes & Finch Ltd, a family business established since 1882. Hayes & Finch continued the principles of the company with all design, canvas printing and kit assembly being completed in-house. Brigantia Needlework operates as a brand under Hayes & Finch Ltd.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Derwentwater Designs: UK tapestry and needlework kit maker offering a wide range of designs across skill levels. Comparable product taxonomy (cushions, pictures, bell pulls, rugs) and similar DTC e-commerce model.
• Heaven and Earth Designs: Specialist cross stitch kit maker offering large-detailed artistic designs on higher-count fabric. Comparable premium kit maker targeting dedicated hobbyists with complex projects.
• Janet Clare Designs: UK designer-led tapestry and cross stitch kit brand with modern illustrative designs. Closely comparable artist-collab model and small-batch premium kit positioning.
• Heritage Crafts: UK cross stitch kit producer specialising in traditional samplers and heritage designs using high-quality materials. Overlaps directly with Brigantia's premium kit positioning and design-led British craft identity.
• Twilleys of Stamford: Long-established UK needlework brand producing tapestry and needlepoint kits with their own thread ranges. Comparable heritage-driven brand, kit format, and British wool-based materials sourcing.
• Vervaco: Belgian cross stitch and tapestry kit manufacturer with broad international distribution. Directly comparable product range and premium-quality kit positioning, though continental European distribution focus.
• Royal Paris: French heritage maker of needlepoint/tapestry kits and threads, comparable product format (printed canvas, wool threads) and long-standing brand pedigree similar to Brigantia's Hayes & Finch heritage.
• Bothy Threads: UK-based designer and retailer of counted cross stitch and tapestry kits, with a comparable product range (cushions, pictures, samplers) and similar premium positioning around British designers and high-quality materials. Most directly comparable UK specialty kit competitor.

Broad incumbents

• Zweigart: German manufacturer of needlework fabrics (aida, tapestry canvas) and supplier of kits and threads. Comparable in supplying the canvas substrate Brigantia uses, and overlapping with kit brands across the broader needlework ecosystem.
• DMC: Global French needlework brand best known for embroidery threads and a wide range of cross stitch/tapestry kits. Significantly larger incumbent with broader portfolio across threads, kits, and craft accessories, competing in the same end hobbyist market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Pinterestpinterest.com/brigantianeedlework
• Xx.com/sewbrigantia

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Brigantia Needlework